MYTHS: MERCHANDISING

I don't like the way non-alcoholic beverages taste

Individual tastes differ, and - assuming profit is the objective - the tastes of the customers rather than that of the owner are what's key to the establishment's success. Offering a large selection of non-alcoholic beverages is a sure means of satisfying the varied tastes of a large segment of the customer base.

My staff doesn't like selling non-alcoholic products

Employees counting on tips don't like selling anything that's not a moneymaker, and they often mistakenly banish non-alcoholic beverages into this category. Servers need to be sold by management on the profit potential of alternative products. They need to taste these new products; to learn how best is to sell them, and to have their sales efforts supported by effective promotions.

It's difficult to merchandise the item

Non-alcoholic products are sold through the same merchandising mechanisms in which alcohol is marketed:

1. Choose quality products

2. Offer a good variety of products

3. Train staff to know about the products

4. Let the customer know what products are available.

5. Use price promotions to help sell the products.

Non-alcoholic beer and wine contain alcohol and should not be consumed by pregnant women, recovering alcoholics, and young people

In reality, there is more alcohol in a glass of orange juice or English muffin than in a glass of non-alcoholic beer or wine. By law, the beverage manufacturers must post a label that the products contain less than 0.5 percent alcohol. Many times, the alcohol content can be less than this. An average size man would need to consume at least forty non-alcoholic beers or glasses of wine in an hour to reach the legal limit for driving in most states.

Except in a few states there are no legal restrictions on the sale or service of non-alcoholic beverages to underage people. Some businesses have policies that restrict service because of control or public perception reasons, while many others experience no difficulty in serving these drinks to young people as they would non-alcoholic fruit juice blender drinks. Although there is evidence that drinking alcoholic beverages during pregnancy may cause birth defects, a woman would have to consume eight glasses of non-alcoholic wine or beer to get the equivalent of one standard alcoholic beverage. Finally people in recovery for alcoholism face many challenges to stay sober. Although for some, the association of the taste of the non-alcoholic beer or wine may precipitate a return to drinking alcoholic beverages, many others are able to enjoy these products with no difficulty. It is not the alcohol content that creates the risk. Each person must make their own decision, and servers, as always, need to respect and honor the decision of their guest.